Creative Work of the Week: Rowse’s Three Bears set the precedent for LGBTQ+ representation
The votes have been counted and your Creative Work of the Week goes to Rowse Honey and BMB, whose cookery content series featuring three hairy, gay men has made strides in the representation of the LGBTQ+ community in advertising.
In response to Rowse Honey's challenge to encourage more people to put honey on their porridge, BMB updated the fairytale of Goldilocks and the Three Bears for a modern audience by playing on the term ‘bear’ – a large, husky, gay man that sports a lot of body hair.
The new Three Bears live together in a rustic wooden lodge surrounded by nature. Each episode sees them create a new porridge using Rowse honey and follows their fabulous and comic antics along the way.
Matthew Lister, who stars in the campaign said: “The gay community is so vibrant and diverse, recently LGBT people have appeared at the forefront of several advertising campaigns. That said, it seems certain groups have been under represented in the media, which is why I jumped at the opportunity to feature in The Three Bears.
“The filming process reminded me a bit of my experience of the bear community. We arrived on the first day not knowing each other, but everyone was easy going and welcoming. Very quickly the banter and camaraderie between us all developed and by the end we all felt like great mates.”
Rowse Honey hopes the success of the series online will lead to an expansion of the branded foodie programme, something that Jules Chalkley, chief creative officer at BMB, describes as “a much bigger entity that plays in to the nation’s deep love of cookery shows”.
Watch the video below find out more about the creation of The Three Bears.
